Module Descriptions

Trimester 1 Marketing Research & Communications (2)

Students will develop a critical awareness, knowledge and understanding of the theory and key concepts of marketing research and communications, their practical application across a range of marketing contexts and classical and contemporary approaches to consumption and consumer behaviour.

Trimester 1 Brand Management

This module introduces the fundamentals of strategic brand management. You will develop your knowledge and a clear understanding of brand management concepts. In undertaking this module, you will develop an ability to demonstrate understanding and application of key theories, principles and practices of brand management. Through analysis and critical evaluation of strategic brand management theory, you will be able to fully appreciate the value of brand to organisations. The key learning and associated skills you build up through participation and interaction during lectures, tutorials and independent learning will cumulate in your ability to develop strategies for the development and maintenance of brands.

Trimester 2 International Marketing

You will learn about the theory relating to the macro environment and explore the relationship between marketing in the home market and developing into international markets as a small, medium or large-scale organisation. The social, cultural and trading environments are analysed and supported by international marketing research theory and concepts to help you gain a greater understanding of the differences between home and international markets. Having established a fuller understanding of the differences, you will evaluate the decision to enter international markets, followed by the development of the international marketing mix, implementation, monitoring and control and the evolving impact of technology on business development and international marketing.

Trimester 2 Direct and Digital Marketing

This module is about Direct and Digital Marketing. You will learn about database marketing and a number of electronic media: email, websites and the internet, social media, mobile marketing and other electronic media. Direct Marketing (DM) covers DM media such as direct mail and telemarketing; also, the use in DM of traditional media such as direct response advertising in newspapers and TV.

Trimester 3 Social Marketing

• Defining social marketing - where the concept originated, how it has evolved, who carries out social marketing, who benefits
• Understanding the social marketing environment; analysing the factors within the macro/ micro environment and understanding the competition.
• Understanding the target audience (upstream/downstream); and how behaviour change theory applies here
• Assessing Social Marketing formative research – how it is conducted and why it is critical. Setting objectives and goals for planning.
• Assessing Social Marketing Research - what is the best methodological approach to understand the problem
• Assessing Social Marketing Communications – what are the best methods for communicating the message
• Analysing contemporary issues within the field of social marketing

Trimester 3 Retail Marketing

This module will help you to develop an understanding of retail marketing theory and practice. A clear appreciation of the environment of retailing and the retail industry is the aim of this module in particular the highly dynamic and competitive arena that retailers of all types and sizes operate within. This includes non store retailing such as financial services. Module context will relate to topic areas such as consumer behaviour and retail marketing, the retail marketing mix, segmentation, retail brands, services retailing, location decisions, store image & display, on line retailing.

Trimester 3 Live Project

This module enables you to work in a team on an appropriate project brief in collaboration with a business or not-for–profit organisation. You will research and present realistic proposals according to the given development, issue or problem in the brief. In so doing you should develop a range of employability skills including business report writing, persuasive business presentation skills, self and peer assessment of your teamwork skills, research and problem solving.